Using the Place Profiler for Cultural Organisations
The West Midlands Cultural Place Profiler was created by Baker Richards and Indigo in 2021 for the following Commissioning Partners: Arts Council England, Birmingham 2022 Organising Committee of the Commonwealth Games, Birmingham City Council (BCC), Culture Central, Coventry City of Culture, DCMS, Greater Birmingham & Solihull LEP, West Midlands Combined Authority, West Midlands Growth Company.
This simplified version of the WM Place Profiler has been made available for cultural organisations to use.
The full version also includes captured (ticketed) levels of cultural engagement and is available to the commissioning partners. If you think you should have access to the full version, contact .
Unlocking the cultural makeup of the West Midlands
What is the WM Cultural Place Profiler?
Created by Indigo and Baker Richards, the WM Cultural Place Profiler in an interactive tool designed to examine cultural engagement levels across the West Midlands.
Both at a local level and for the region as a whole, the Place Profiler allows for interrogation of the demographic and geographic factors that may influence cultural engagement in a place and how they relate to each other. It shows where areas across the region share similar characteristics and may therefore have similar challenges, as well as the huge disparities and differences from place to place.
What data is included?
Included in the simplified Place Profiler is:
WM Cultural Engagement Score – a single measure of ‘cultural engagement’ created by Baker Richards and Indigo. It has been derived by analysing multiple sources of cultural engagement data to identify key demographic predictors and indexing the results to show the spread of engagement by area.
Population Estimates – demographic and population estimates released in September 2019 by the Office for National Statistics. These include age, ethnicity, employment, social grade and more.
Cultural Infrastructure map – supplied by Hatch (2021) this includes all the cultural infrastructure – such as theatres, arts centres, community spaces, concert halls – throughout the West Midlands.
These are presented in various tables and maps which can be filtered by different criteria.
What geographical areas does it cover?
The Place Profiler covers three geographic areas:
Area 1: Birmingham
Area 2: West Midlands Combined Authority area (minus Birmingham) – includes Coventry, Dudley, Sandwell, Solihull, Walsall, Wolverhampton
Area 3: Wider West Midlands area (minus WMCA and Birmingham) – includes Bromsgrove, Cannock Chase, East Staffs, Lichfield, North Warwickshire, Nuneaton and Bedworth, Redditch, Rugby, Stratford-upon-Avon, Tamworth, Warwick, Wyre Forest
You can select each of the main areas and also drill down into the Local Authorities included.
What will I be able to do with it?
The Place Profiler is designed to empower cultural organisations in the West Midlands to more fully understand their local population, to better target their work and serve their communities.
It enables you to focus on a particular geographical area to understand both the level of cultural engagement in that area and how the demographics of that area’s population compare with the West Midlands as a whole.
Finding your way around the simplified WM Place Profiler. An overview of the information available, and tips for exploring it.
The area overview
Explore the varied demographic profile of areas, and make comparisons to regional and national benchmarks. Introducing the at-a-glance WM Cultural Engagement Score, a unique index of engagement and participation.
How does cultural engagement vary by geography? Explore a range of metrics and how they map on to the West Midlands area – start at a birds’-eye view, and zoom down to MSOAs (Middle Super Output Areas)
Access to the Place Profiler
To request access, contact Culture Central at specifying the email addresses you would like to have access.
If you do not already have a Power BI Pro license, you’ll be prompted to start a free trial (no payment details required) when you first access the Profiler*. This will give you access for up to 60 days.